Change for the better: 3 ways to implement effective testing

Andy Fromm | Jan 3, 2019 Andy Fromm 01/03/19

It’s the first week of a new year—the perfect time to reflect on last year’s challenges and successes, and to look forward to what is to come in 2019. While everyone makes a pledge to hit the gym, eat healthier, and save money this month, I challenge you to make a different kind of New Year’s resolution—renew your curiosity.

Did your company have a great year in 2018? Or was it a more of struggle? The truth is, both scenarios require curiosity. No matter the level of success, companies can only gain—and sustain—relevance by remaining curious.

In previous blog posts, we explored the first 2 curiosity questions every company should ask to keep their competitive advantage:

  1. What are your blind spots?
  2. Are you focused on the right things?

Now that you’re armed with these answers, the next step is all about taking action and figuring out what can you test?

It can be overwhelming for organizations to make changes—no matter the scale. From a complete operational overhaul to a minor app tweak, every alteration needs to be made thoughtfully and strategically. And the best way to set these changes up for success is to take a “look before you leap” approach and test them before a full roll-out.

Here are 3 guidelines you can follow for meaningful change:

Fight the “no” impulse

Customer and employee experience feedback is an incredible way to gain insight on how your company is doing—but this open communication also means a barrage of information that can be hard to digest. No organization is perfect, but when you start to look at every little thing you can be doing better, it can be easier to just shut down.

Sure, you don’t have the capacity to change everything, but early dismissal of a new idea can be detrimental to your brand. Maybe you’ve tried something similar before and it didn’t work. Maybe the change seems way too expensive or complicated. But that doesn’t mean the idea is impossible—it may mean that you need to look at it in a different way and come up with a new plan.

Compromise + strategize

Very few good ideas come from a single source—most are created through collaboration. So if someone presents a need or idea, you don’t have to implement the suggestion exactly. Take a step back and look at it from various angles. Tie in past experience—what’s worked before? What hasn’t? Find a more cost-effective option. Get feedback from important parties early on. The reality is there are hundreds of ways to implement an idea. If the idea is strategically right, your job is to find the one that makes the most sense for your company.

Measure the change

Testing means nothing if you can’t measure the impact. Organize and execute the testing in a way that allows for clear comparison. Sometimes, in order for the customer to notice, you need to implement multiple changes at once while maintaining the ability to isolate and investigate the variables being introduced. This means taking extra caution with implementation—the key is to be able to parse out, as best as possible, what customers really want.

Andy Fromm | Chairman + CEO

Customer Experience Update